International marketing strategy : analysis, development and implementation

목차 (Table of Contents)

• CONTENTS
• List of figures, tables and illustrations = xi
• Foreword = xvii
• Preface = xviii
• Acknowledgements = xx
• Part Ⅰ Analysis
• Introduction = 3
• Chapter 1 An introduction to international marketing = 6
• The strategic importance of international marketing = 6
• The international marketing environment = 11
• Differences between international and domestic marketing = 29
• International marketing strategies = 32
• Chapter 2 The international trading environment = 39
• World trading patterns = 39
• Reasons countries trade = 43
• Barriers to world trade = 47
• The development of world institutions to foster international trade = 53
• The development of world trading groups = 56
• The European Union = 61
• The Free Trade Area of the Americas(FTAA) = 68
• The Asian Pacific trading region = 72
• The Chinese economic area = 74
• Chapter 3 Social and cultural considerations in international marketing = 78
• Social and cultural factors = 78
• What is culture? = 79
• Culture and consumer behaviour = 90
• Analysing cultures and the implications for consumer behaviour = 94
• Cross-cultural analysis = 97
• Social and cultural influences in business to business marketing = 104
• Chapter 4 International marketing research and opportunity analysis 115
• The role of marketing research and opportunity analysis = 116
• The role of international marketing research = 117
• Opportunity identification and analysis = 118
• International marketing segmentation = 125
• The international marketing information system = 132
• Primary research in international markets = 138
• Special focus : overcoming barriers to entry in China = 156
• Part Ⅰ Cases
• Car security systems in Pakistan = 164
• Derwent Valley Foods = 166
• Amway expands into China = 168
• Part Ⅱ Development
• Introduction = 173
• Chapter 5 International marketing planning and organisation = 175
• The planning process = 175
• The structure of the international marketing plan = 190
• Organisational structures for international marketing = 207
• Transnational organisations = 214
• Chapter 6 International niche marketing strategies for small and medium-sized firms(SMEs) = 220
• The SME sector and its role within the global economy = 221
• The nature of international marketing in SMEs = 222
• International fast growth = 256
• The future of SME internationalisation = 263
• Chapter 7 Globalisation = 267
• Alternative views of globalisation = 267
• Alternative strategic responses = 277
• Implementation issues in building a global presence = 289
• Global appeal and the changing basis of competitive advantage = 294
• Service globalisation = 304
• Chapter 8 Market entry strategies = 311
• Indirect exporting = 315
• Domestic purchasing = 315
• Direct exporting = 320
• Foreign manufacturing strategies without direct investment = 331
• Foreign manufacturing strategies with direct investment = 336
• Special focus : Jollibee, Japan, Johannesburger and Fries = 350
• Part Ⅱ Cases
• TZ Pipes = 356
• Harley Davidson = 357
• Electronics and the automobile industry = 360
• Part Ⅲ Approaches to implementation
• Introduction = 365
• Chapter 9 International product management = 367
• Products, services and service marketing = 367
• The components of the international product offer = 371
• Factors affecting international product management = 373
• Product policy = 381
• Managing products across borders = 385
• Image, branding and positioning = 389
• New product development = 402
• Chapter 10 International marketing communications = 414
• The role of marketing communications = 414
• The fundamental challenges for international marketing communications = 419
• International marketing communications, standardisation and adaption = 421
• International marketing communications strategy = 426
• Communicating with existing and potential customers = 430
• Coordination and planning of the international marketing communications strategy = 431
• The marketing communications tools = 431
• Communicating with the wider range of stakeholders = 447
• Stakeholders = 450
• Relationship marketing = 451
• The operational issues of relationship marketing = 456
• Chapter 11 The management of international distribution and logistics = 461
• The challenges in managing an international distribution strategy = 461
• Selecting foreign country market intermediaries = 463
• Building relationships in foreign market channels = 473
• Trends in retailing in international markets = 478
• The management of the physical distribution of goods = 489
• Chapter 12 Pricing for international markets = 506
• The factors affecting international pricing decisions = 507
• Developing pricing strategies = 521
• Problems of pricing = 525
• Special focus : if the locals won't roll over, Molly Malone will deal with them = 548
• Part Ⅲ Cases
• Sunlands holidays = 553
• Kings supermarket Inc. = 556
• Putting the fizz into Eastern Europe = 558
• Index = 561